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The new strategic brand management creating and sustaining brand equity long term /

Reveals the latest techniques used by companies worldwide and the leading issues faced by the brand strategist today, supported by case studies. Covers numerous topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store bra...

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Bibliographic Details
Main Author: Kapferer, Jean-Noel.
Corporate Author: Gale Group.
Format: Electronic
Language:English
Published: London, England : Kogan Page, c2008.
Edition:4th ed.
Series:Gale virtual reference library
Subjects:
Brand name products.
Brand name products > Management.
Commercial products.
Online Access:Available for Universiti Teknologi MARA via Gale Virtual Reference Library. Click here to access
Table of Contents:
  • Brand equity in question
  • Strategic implications of branding
  • Brand and business building
  • From private labels to store brands
  • Brand diversity: the types of brands
  • The new rules of brand management
  • Brand identity and positioning
  • Launching the brand
  • The challenge of growth in mature markets
  • Sustaining a brand long term
  • Adapting to the market: identity and change
  • Growth through brand extensions
  • Brand architecture
  • Multi-brand portfolios
  • Handling name changes and brand transfers
  • Brand turnaround and rejuvenation
  • Managing global brands
  • Financial valuation and accounting for brands.

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